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Project Details

  • Brand Positioning
  • Brand Discovery
  • Brand Facilitation
  • Name Concepting
  • Company Name Creation
  • Tag Line Creation
  • Domain Name Acquisition

The Challenge: Create a global brand

The management team at Autoweb required a new corporate name that would reflect their dominance in the global data exchange market. Their recent acquisition of European-based Secorex made them the only true provider of global data exchange and business automation. The new combined entity served over 5,000 customers in 40 countries.

One of the challenges when naming an international organization is finding a name that is unique enough to pass all the trademark hurdles (in this case, in the US, Canada and Europe) and yet still have some semblance of meaning.

The Solution: A unique ability to connect organizations and their partners all the time, everywhere around the globe

In the end, we combined the idea of “ubiquity” (Autoweb had become the de-facto standard for data exchange in North America) with the idea of being the “true” or genuine leader in their industry. The result was Trubiquity. We were able to secure the exact matching .com domain name and the client created the corporate identity piece. The official company press release had this to say...

“The name Trubiquity comes from combining the words ‘truly’ and ‘ubiquitous’. It explains the company’s ability to offer customers a truly ubiquitous business-process automation solution,” according to Mimi Miles, Vice President of Marketing. “For several months, we’ve worked to create a new identity,” said Miles.

With a well-conceived corporate brand name, the company was then able to create a matching brand architecture for its entire product line, which now includes:

TruExchangeTM

TruFusionTM

TruSourceTM

TruUnityTM

TruDocsTM

"We chose a name that describes our unique ability to connect organizations and their business partners all the time, everywhere around the globe."

Mimi Miles
Vice President of Marketing